Oscar Piastri is Google Pixel’s attention magnet this year, a good choice by Emotive. Piastri’s most recent branded post racked up 1.5 million organic views and 50,000 likes on Instagram in the first 24 hours.

What he represents is knowing that being willing to change things up can often lead to something better. He backed himself to make the switch to McLaren in 2022, and it paid off. In chapter three, Emotive and Piastri show what life looks like once you’ve made the switch.

The new work, shot with production partner, Somesuch, supports the launch of Google’s newest flagship smartphone, Pixel 11 Pro, and reunites director, Isaac Lock, with the team behind chapter one. The idea plays on a truth about Oscar. His schedule is packed. Every moment is accounted for. Every second is optimised. So Pixel 11 sweats the small stuff, leaving Oscar free to sweat the big stuff – like his intense training regime.

The hero film leads a number of social-first assets, with the rest rolling out across Google Pixel and Oscar’s social channels. 

Each chapter has built on the last. In chapter one Oscar make the switch to Pixel, playing on his famously understated personality to show that refusing to settle leads to something better. Chapter two handed the work to his fans, turning a social vote into the ‘Pastry PiasTee’, a t-shirt Oscar wore at the Canadian Grand Prix and now sold as official merchandise. Chapter three shows the payoff, bringing Google Pixel’s global platform, Ask more of your phone, to life.

As with every chapter, the work was made for social first, designed to entertain like native content.

Emma Dodd, Google AUNZ head of devices & services marketing, stated, “We’re excited to showcase how helpful and powerful our latest suite of Pixel 11 devices can be for Australians when they have access to Gemini Intelligence right in the palm of their hand. It was a pleasure to continue our partnership with Oscar to bring this chapter of work to life.

Rupert Taylor, senior creative director at Emotive, added, “After the success of the first two chapters, we wanted to take a look at Oscar’s world post switch. We also wanted to stay true to his deadpan comedic stylings, and make some well-crafted content that works well in the feed.”

Where the campaign began:

Credits:
Client: Google Pixel
Creative Agency: Emotive 
Production: Somesuch
Post Production: Emotive Productions & Arc
Sound: Electric Sheep Music